Advertising Week

RCS levels-up the mobile messaging customer experience. Here’s how to use it.

As consumer expectations continue to rise, RCS elevates the entire mobile messaging experience, making it more visual, trusted, interactive, branded and frictionless.

The Great Flattening: How Algorithmic Marketing Is Erasing Brand Identity

The irony of modern marketing is that the more efficient campaign execution becomes, the more valuable distinctiveness becomes.

World Cup Ads: Global Stars, Community Focus, and a Massive Opportunity for Brands

Keep an eye on continued viewership for the World Cup games, even with the US out of the tourney. Brands may be on the precipice of a new wave of American enthusiasm, and getting in on the ground floor to develop consumer relationships is only going to get harder from here on.

What the Trust Recession Means for Advertisers

Consumers already have more information than they know what to do with, so adding another marketing message rarely solves the problem.

AI Optimization Can Scale the Wrong Strategy Faster Than Ever

The marketer’s job is to understand which signals still represent human intent, which signals reflect machine activity and which signals reveal how the brand is being interpreted in the market.

Why Gaming Audiences Are Becoming Harder to Reach – and Easier to Lose

Building lasting engagement requires more than visibility alone; it requires curation and a long-term strategy.

The Tartan Army Isn’t the World Cup Story Marketers Should Watch

When Scotland’s Tartan Army arrived in Boston for the June 13 match against Haiti, the headlines wrote themselves: bars running dry, tap lines emptying.

Programmatic Broke Publisher Value. It’s Time for the Sell-Side to Strike Back.

Publishers have spent years building trusted brands, loyal audiences and valuable environments. Today, they also need tools to ensure that the value of their premium inventory survives the journey into programmatic marketplaces.

The Second Second Is the Moment That Matters Most for Brands Right Now

Maintaining engagement for one more second is the difference between being one of the increasingly rare brands that wins customers and accolades, or being tossed into the vast sea of those that are immediately forgotten.